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研究生:陳鈺涵
研究生(外文):Yu-Han Chen
論文名稱:異國料理餐廳服務環境、消費者異國料理態度、與購買意圖關係之研究:以美式、日式餐廳為例
論文名稱(外文):The Relationships among the Servicescape of the Ethnic Restaurants, Consumer Attitudes, and Purchase Intention toward Ethnic Cuisines: A Case Study of the American and Japanese restaurants
指導教授:林宜親林宜親引用關係
學位類別:碩士
校院名稱:國立高雄餐旅大學
系所名稱:餐旅管理研究所
學門:民生學門
學類:餐旅服務學類
論文種類:學術論文
論文出版年:2013
畢業學年度:101
語文別:中文
論文頁數:108
中文關鍵詞:服務環境消費者異國料理態度購買意圖
外文關鍵詞:servicescapeconsumer attitudespurchase intention
相關次數:
  • 被引用被引用:10
  • 點閱點閱:3500
  • 評分評分:
  • 下載下載:501
  • 收藏至我的研究室書目清單書目收藏:1
本研究主要探討美式、日式餐廳「服務環境」、「消費者異國料理態度」對「購買意圖」之影響,以過去一年曾至美式、日式餐廳用餐的18歲以上消費者作為研究對象。本研究問卷分為「餐廳服務環境、消費者異國料理態度與購買意圖」與「消費者背景資料」兩部分。於2013年3月27日至4月5日以滾雪球抽樣方式進行問卷調查,共發放380份,回收有效問卷329份。本研究樣本以18-34歲的女性居多,職業多為服務業。研究結果發現,美式、日式餐廳服務環境的「周遭環境」、「內部設計」對「消費者異國料理態度」皆有顯著正向影響。美式、日式餐廳「消費者異國料理態度」對「購買意圖」皆會產生顯著的影響效果。美式餐廳「周遭環境」會透過「消費者異國料理態度」對「購買意圖」產生顯著的影響,為完全中介效果。日式餐廳「周遭環境」亦會透過「消費者異國料理態度」對「購買意圖」產生顯著的影響,但部分中介效果。

This study aimed to explore the effects of the servicescape of American and Japanese restaurants, consumer attitudes on purchase intention. The sample of this study were consumers aged eighteen and above, who have been to American and Japanese restaurants over the past year. The questionnaire used in this study consists of two sections: first section was the servicescape, consumer attitudes and purchase intention, the second section was dining experience in American and Japanese restaurants. The study was conducted from March 27th to April 5th in 2013 by using snowball sampling. A total of 380 questionnaires were distributed and 135 valid questionnaires were completed. The results of this study showed that the majority of participants were female college graduates who were aged 18~34, and mainly working in the service industry. The “ambience” and “interior design” of American and Japanese restaurants had significantly positive effects on consumer attitudes. Consumer attitudes toward ethnic cuisines had significantly positive effects on purchase intention in American and Japanese restaurants. Consumer attitudes toward ethnic cuisines completely mediated the impacts of the “ambience’’ of American restaurants on purchase intention. Consumer attitudes toward ethnic cuisine partly mediated the impacts of the “ambience’’ of Japanese restaurants on purchase intention.

書面頁 i
論文口試委員審定書 ii
中文摘要 iii
英文摘要 iv
誌謝 v
目錄 vi
表目錄 viii
圖目錄 x
第一章 緒論 1
第一節 研究背景與動機 1
第二節 研究目的 6
第三節 研究範圍與對象 7
第四節 研究流程 8
第二章 文獻探討 9
第一節 異國料理餐廳 9
第二節 服務環境 15
第三節 消費者異國料理態度 24
第四節 購買意圖 28
第五節 服務環境、消費者異國料理態度與購買意圖三者間之關係 30
第三章 研究方法 38
第一節 研究架構 38
第二節 研究變項與問卷設計 39
第三節 研究對象與抽樣方法 52
第四節 資料處理與分析 53
第四章 資料分析 56
第一節 樣本變項分析 56
第二節 服務環境、消費者異國料理態度與購買意圖因素分析 67
第三節 服務環境、消費者異國料理態度與購買意圖之影響效果分析 74
第五章 結論與建議 83
第一節 研究結論 83
第二節 管理意涵 88
第三節 研究限制與建議 90
參考文獻 93
附錄一:開放式問卷分析結果 104
附錄二:專家學者名單 105
附錄三:正式問卷 106


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